Target audience of London Fashion Weekend and International Confex

London Fashion Weekend

The London Fashion Weekend established their target audience through the visitor demographics and looking further into the profile of their target audience. As can be seen from the image below their target audience is female, in the ABC1 class and is an average age of 29 which fits with their key target audiences of women with high disposable incomes. As women in the age range of 29 and the social class ABC1 have higher forms of income. But as the profile develops it show that they are targeting audiences that have a high love of fashion in London and the major cities. As well as mums and daughters and women that want to have a girls day out. These target audiences will then be targeted through the marketing communication techniques that are used by the London Fashion Weekend.

This video shows what the London Fashion Weekend is all about and really highlights the audience that attended last year and shows the exclusivity that is within the event within the designers, brands and activities that are shown throughout the video. This really emphasizes the target audience that they have for the 2012 event.


Vodafone London Fashion Weekend 2011

International Confex

When looking into the target audience of International Confex they have established it through two key groups that they have outlined through their visitor profile. These two target audiences have been defined into specialists and generalists groups. These target audiences have been defined into the roles they have within the events industry so they can be targeted more specifically through factors of the jobs.

Specialists - These are the visitors whose core job is as an event's organiser. The specialist target audience are within companies such as blue chip, exhibition organisers, agencies, incentive motivation houses and major professional conference organisers.

Generalists - These are the visitors are within less core sectors and are responsible for areas such as meetings and events part of a wider job remit. This target audience includes sales and marketing managers, association executives,  PR executives, executive PAs and training and personnel managers.

These target audiences have then been further analysed in order to generate the best knowledge of the audiences thy wish to target through these specific groups. They have taken into consideration factors such as social class, gender and many other elements in order for them to fully develop their marketing communications campaign.


References


Bowdin,G. Allen, J. O'Toole, W. Harris, R. McDonnell, I. (2011) Events Management Third Edition. Great Britain. Elsevier Butterworth-Heinemann.


London Fashion Weekend (2012) Vodafone London Fashion Weekend [online] Available from: www.londonfashionweekend.co.uk [Accessed on 18th January 2012]

London Fashion Weekend (2011) Vodafone London Fashion Weekend 2011 [online] Available from: www.youtube.com/watch?v=hH2LkRdUoY8&context=C389df7dADOEgsToPDskJvbbHSwYHjYk4kkKKjSV2c [Accessed on: 25th February 2012]